Sell the Benefits not the Features

How to analyse your product’s benefits

The key to selling the benefits of your product or service is to look at them through the eyes of the person you are selling to. The more you know about your customers’ needs, the easier this will be.

Step back

For example: you may be fascinated by the specifications of the PC printers you sell and their 1200 dpi print quality. But the benefits you’d want to emphasise to the customer are professional-looking documents and the ability to produce marketing material in-house instead of going to the local print shop.

Match the needs of the individual customer to what your product or service can offer.

For example: if you’re running a same-day stationery supplies service for other businesses, what you are really selling are the benefits of:

  • uninterrupted workflow
  • general business efficiency
  • happy staff who aren’t frustrated when the copier runs out of paper
  • customers who get the contract when they expect it
  • office space not taken up by piles of paper, staples and toner

Softer issues

You may need to look at softer, more emotional issues when identifying the benefits of a personal consumer product.

For example: a mobile phone may have Internet access, but unless it looks cool it’s dead in the teenage market.

And some businesses may incorporate softer issues into hard-nosed buying decisions.

For example: if you’re running a graphic design agency you may pay over the odds for funky PC screens and stylish furniture because you want clients to know you have high design values.

“Sell the Benefits not the Features” Crown Copyright © 2004-2013

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